Creating value for customers via data-driven marketing

It is never easy to differentiate services in markets with a dominant market leader. One way to make progress is to focus on the customers you have to build the foundation for future growth. To do that, you have to anticipate and address customers’ needs quickly, offer them the services they want at the right time, and thus become irreplaceable. Accomplishing this requires analytics, which played an important role for Turkcell Superonline when it offered customers in Turkey 1000 Mbps fiber Internet.

Now we know our customers better and enhance their loyalty by quickly addressing their needs, thanks to projects that place analytics at the center of Turkcell Superonline’s marketing

Meltem Şahin
Chief Marketing Officer

“Turkcell Superonline’s primary goal was to build a fiber optic infrastructure that could expand the Turkcell brand into the ISP world,” explains Chief Marketing Officer Meltem Şahin. “Then we focused on the customers and how we could better find and serve them.” Şahin emphasizes the role of analytics in the company’s marketing to acquire new customers, and as the number of customers increased and customer needs and segments changed, analytics has become even more crucial.

Turkcell Superonline launched an analytical marketing project to address the needs of a growing and increasingly varied customer base. The company chose SAS and Maven Partners to provide the foundation for its analytics program; the implementation of the solution was completed in 2013.

At the beginning of the project, the main target was to see results as soon as possible, and spread analytics throughout the marketing unit. To achieve this, SAS and Maven Partners developed pilot projects that showed how to create value for the customer at the right time.

For example, Turkcell Superonline set a quota on high-speed Internet access for its customers. After reaching the quota, the customers received access at a lower speed. The company used analytics to better understand the behavior of customers who often exceeded their quota, and subsequently offered them a premium high-speed Internet option.

“We want to be the indispensable solution partner of our customers that facilitates life in the digital world,” Şahin says. In fact, rapidly finding a solution to a customer’s problem helped increase Turkcell Superonline’s ability to thrive as a newer player in a challenging market.

Seeking data that provides insight

Şahin views data as the foundation of the company’s marketing program. “We want data to provide insight that can be turned into action,” he explains. As Turkcell Superonline grows, the amount of its data increases. However, the most important thing for Turkcell Superonline is to use this data within the decision process.

Şahin emphasizes that finding offers to address customers’ needs quickly is one of the most crucial components of the company’s strategy. SAS® Enterprise Miner™ and SAS® Enterprise Guide® are the foundation for the organization’s analytical processes – and the basis of its marketing strategy. Data produced by the customer is integrated into marketing tools, and analytics helps identify the most appropriate offers. With analytics, predicting customer behaviors and habits can drive the offers and solutions that Turkcell Superonline provides.

Speed, speed, speed

For Turkcell Superonline, speed has a variety of meanings. The speed of its Internet service is a key differentiator for the company. On the marketing side, speed relates to the company’s needs to find solutions that yield quick results.

According to Şahin, “Now we know our customers better and enhance their loyalty by quickly addressing their needs, thanks to projects that place analytics at the center of Turkcell Superonline’s marketing.”

Challenge

Improve customer analysis, putting analytics at the center of marketing.

Become more competitive by presenting the proper offer to the right customer at the ideal time.

Solution

Benefits

Accurately and quickly analyze customer data.

Provide the right offers to the right customers at the right time.

Improve customer satisfaction and loyalty.

The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.